EP 1243 Ana Donneys - Gen Z Coffee Farmers are Changing the Game - The Daily Coffee Pro Podcast by Map It Forward

Join our Mailing List - https://www.mapitforward.coffee/mailinglist Looking to start your business as a coffee consultant? Our workshop "It's Time To Become a Coffee Consultant" is for you - https://mapitforward.coffee/workshops •••••••••••••••••••••••••••••••• Welcome to the 3rd episode of a five-part series on The Daily Coffee Pro by the Map It Forward Podcast, hosted by Lee Safar. Our guest on the podcast in this series is Ana Donneys, a 5th generation coffee producer and CEO of Cafe Primitivo, based in Quindio, Colombia. When Ana took over the farm 6 years ago, she inherited significant debt along with the legacy of her grandfather's farm. Having studied business at university, Ana's determination to implement a business strategy for the farm focused on specialty coffee, profitability, and regenerative farming practices is seeing those decisions paying off as the C-Market hit record highs. In this series, we explore this moment of volatility in the coffee market from the perspective of the next generation of coffee farmers. The five episodes in this series are: 1. Is This a Moment For Coffee Farmers? - https://youtu.be/Jbwh4wd1Rlk 2. Market Volatility For Coffee Farmers - https://youtu.be/i5AbG3sWZtc 3. Gen Z Coffee Farmers are Changing the Game - https://youtu.be/6cLhazaWfEE 4. The Impact of the C-Market on Coffee Producers - https://youtu.be/30NTYlYhnTQ 5. The Future For Coffee Farmers Is Changing - https://youtu.be/NbKinViPuF4 In this episode of The Daily Coffee Pro by Map It Forward, Lee and Ana explore the challenges and opportunities in the coffee industry from the perspective of a modern coffee farmer. Ana shares her experiences dealing with fluctuating markets, unscrupulous buyers, and the shift in generational attitudes towards valuing quality over cost. She also discusses the importance of building sustainable and equitable relationships within the coffee value chain. This episode highlights how the new generation of coffee producers, armed with advanced education and innovative approaches, are revolutionizing the industry. Ana's journey and the vital partnerships she built with importers like Yellow Rooster and Belco underscore the episode. Additionally, this episode includes insights into maintaining hope in uncertain times and making strategic partnerships that align with core values. Get an in-depth view of the economic and emotional landscape of coffee production in today's world. 00:00 Introduction and Initial Frustrations 00:57 Sponsorship Message 01:36 Welcome and Series Overview 02:01 Current Coffee Industry Landscape 03:25 Generational Shifts in Coffee Production 03:55 Ana's Background and Education 04:43 Comparing Generations in Coffee Farming 06:32 Ana's Journey and Challenges 09:30 Building Relationships in the Coffee Industry 10:20 The Importance of Values in Business 10:41 Success Stories and Inspirations 16:11 The Role of Importers and Exporters 20:48 Finding the Right Partners 23:47 Conclusion and Next Episode Teaser Connect with Ana and Cafe Primitivo here: https://www.instagram.com/cafeprimitivo/ https://www.cafeprimitivocolombia.com/ https://www.linkedin.com/in/anadonneys/ •••••••••••••••••••••••••••••••• The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar https://www.mapitforward.coffee https://www.instagram.com/mapitforward.coffee https://www.instagram.com/leesafar •••••••••••••••••••••••••••••••• This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops